Social Media Strategy Blogger

Table of Contents1. Executive Summary, January 20162. Social Media Audit a. Social Media Assessment, January 2016 b. Traffic Sources Assessment, November 2015 – January 2016 c. Customer Demographics Assessment d. Competitor Assessment3. Social Media Objectives4. Online Brand Persona and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities8. Social Media Policy9. Critical Response Plan10. Measurement and Reporting Results, February 2015

Executive Summary My major social media priorities for 2016 will be to grow my online following and community.

The primary focus will be to support my exposure goals through driving more traffic to my website by sharing more content

I want to create relevant content and build deeper relationships with my followers

Two major social strategies will support this objective:

1. A plan to increase the volume of content I publish to my social profiles.

2. Encourage conversations and familiarity with followers

Social Media AuditThe following is an audit of Ashley Broughton’s blog, Social Vitality presence to date. It includes an assessment of all social networks, web traffic, audience demographics, and competitor analysis.

Social Media AssessmentDate as of January, 2016

Social Media Assessment: At present time, the highest number of interactions per post occurs on Twitter. Little to no interaction occur on Rebelmouse and the closing of that channel should be considered when moving forward.

Social Network URL Follower CountAverage Weekly Activity

Average Engagement Rate

Twitter

 https://twitter.com/ashleynbrought1  19  5 per week  42%

 Facebook

 www.facebook.com/ashleybroughtonblogger  4  5 per week  25%

Rebelmouse

https://www.rebelmouse.com/ashleybroughton/ 0 2 per week 0%

Social Media AuditWebsite Traffic Sources AssessmentTimeframe: Monthly Average, November 2015 to February 2016

Traffic Summary: At present time, Twitter is by far the biggest driver of traffic to my brand. The conversion rate is far greater than Rebelmouse. Although specific data is unknown for Facebook, this site has few interactions and followers thus far.

Source VolumePercentage of Overall Traffic Conversion Rate

Twitter 117unique visits 89% 12% Facebook Unknown  Unknown Unknown

Rebelmouse 12 unique visits 1% 0%

Social Media AuditAudience Demographics AssessmentSurvey distributed February: 26 responses

Audience Demographic Summary: Most respondents are in the 18 – 30 age group. Facebook and Twitter are their main social networks.

Social media related topics and interesting stories are their main reasons for visiting my sites. Energy should be further directed to develop Facebook, Twitter, and Instagram content and engagement.

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network Primary Need Secondary Need

80% 18-30

10% 31-40

10% 41-55

70% Female

30% Male

40% Facebook

30% Twitter

30%Instagram

40% Instagram

30% Facebook

30% Twitter

-Updates on social media changes and tips-Interesting stories with a different perspective

Updates on Service Activities

Social Media AuditCompetitor Assessment

Competitor Assessment Summary: The above analysis focused on three major competitors with a considerably strong presence on Instagram, Facebook, and Twitter. These bloggers excel in using vibrant, captivating, and concise content, as their audiences respond positively to these types of content. They lack in thoughtful engagement with audience, too specific or too broad of a topic, and a balance of fun and serious.

Competitor Name Social Media Profile Strengths Weaknesses

Victoria’s Blogging Adventure TW: VickBlogging

Frequent post with fun and quirky allure. Vibrant photos that captivate audience.

May not be taken serious because of the quirky nature of blog, maybe too broad of a category of blogging

Zack Gyper Social RealmInstagram: FB: ZackGyperSR

Factual and to the point. The posts are clear and concise and reliable.

Lacks a genuine engagement with

Peter Zack Charlie PR Instagram: PeterZPRVery specific way of targeting PR individuals

May not appeal to an audience outside of PR, disregards non-PR related psots

Social Media Objectives In 2016, the primary focus of my social media strategy will be to increase the number of followers

and shared content. In order to so, my social media priorities will be to grow my online followers by sharing more authentic, interesting posts, and by communicating more directly with my audience.

Some specific objective include:

1. Increase unique visitors to websites by 20% in the next 3 months via:

a. Increased posting and use of hashtags

b. Increased boosting of pages through direct invitations

2. Increase Facebook followers to 50 in the next 3 months

3. Increase content posted to Rebelmouse and Facebook

Social Media ObjectivesKPIs1. Number of unique

visitors from Facebook, Twitter, and Rebelmouse

2. Number of Facebook followers

3. Number of weekly posts to Facebook and Rebelmouse

4. Site analysis

Key Messages Social Vitality keeps you informed with the

most recent changes to social media in an vibrant manner

Social Vitality – a two-way system of blogging

Social Vitality encourages communication between audience, material, and blogger

Online Brand Persona and VoiceAdjectives that describe our brand: Daring Vibrant Modern Motivational Inspirational

When interacting with others we are: • Sincere• Informative• Open• Engaged• Friendly

Strategies and ToolsPaid: Every Sunday boost page for more follower. Expected reach for this boost is 5 people.

Owned:Introduce real-life story or challenge to social media posts. Encourage followers to share the heartwarming story, or encourage them to take the challenge and share it.

Earned: Form friendship with other social media bloggers and offer to introduce my followers to their page if they would do the same. Offer to share one post of a follower per week.

Strategies and ToolsTools

Rejected Tools N/A

Approved tools Hootsuite Buffer

Existing Subscriptions/Licenses Photoshop

Timing and Key Dates

Holiday Dates New Year’s Valentine’s Day Independence Day Thanksgiving Day Christmas Day

Internal Events Social Media Celebration – June 30th

Reporting Dates Reporting will occur quarterly each year:

February, May, August, and November

Social Media Roles and Responsibilities

Owner and Manager – Ashley Broughton

Social Media PolicySocial media is a part of every aspect of our daily lives. We utilize it in work, family interaction, to transfer ideas, and advocate for change. As the sole representative of Social Vitality, I will demonstrate ethical content and etiquette in interaction by following the a few guidelines: Be respectful to all audience members Not instigating fights Being polite and sincere Helpful to visitors Refrain from harsh words against competition Apologize for any misunderstandingsSocial Vitality is serious about providing a social environment conducive for learning and encouragement. Failure to do so can result in removal from social media.

Critical Response PlanScenario 1 – Inappropriate TweetAction Plan

1. When Tweet is detected:

• Delete tweet

2. Apologize to anyone offended by tweet

3. Take note of topic or type of tweet that was offensive for future reference

No pre-approving of message required in any scenario

Critical Response PlanScenario 2 – Technical issue with page that prevents use for significant amount of timeAction Plan

1. Save all data prior to issue

2. Open temporary separate page

3. Contact followers and explain issue and project new start-up date

4. Transfer data over to new page or wait until issue is resolved to continue posting

Message Response:Facebook, Twitter, and Rebelmouse: “I apologize for my delayed posting. I have a technical issue with my site that is still being resolved. Thank you for your patience and understanding. Updated posting will return as soon as possible.”

Measurement and ReportingQuantitative KPIsReporting Period: 1 month

Data as of February 21, 2016

Website Traffic Sources Assessment Timeframe: Monthly, December 2015 to February 2016

Source Volume Percentage of Overall Traffic Convrsion Rate

Twitter 178 unique visits+23% growth

51% 6.2%

Facebook 10 unique visits +16% growth

6% 2.1%

Rebelmouse 20 unique visits +20% growth

8% 1%

Social Network DataTimeframe: as of February 21, 2015

Social Network URL Follower Count Average Weekly Activity

Engagement Rate

Twitter www.twitter.com/ashleynbrought1

41+10% growth

10 posts per week+50% increase

5%

Facebook www.facebook.com/ashleybroughtonblogger

10+40% growth

15 posts per week +302% increase

8%

Rebelmouse www.rebelmouse.com/ashleybroughton

3+300%growth

7 posts per week +15% increase

0%

• Our Facebook page and grown by 300% in the last month and is on track to hit the estimated 50+ followers in the next three months. This is correlated to the post increase.

• The visual content is improving. I am developing a consistent method of using vibrant color and photos to capture the reader. I am also increasing tripling the amount of posts on the sites. I am still aiming to increase the number of postings by 50% on all sites.

• Buffer has been used to make posting on sites easier and more dependable .

Qualitative KPIsSentiment Analysis

An analysis of the interactions on 15 Facebook posts, 20 Twitter posts, and 10 Rebelmouse posts revealed the following:• An abundance of sentiment from followers after their visits. Followers have been sharing more and liking more content.

• The most negative responses have been due to direct content. Some followers disagreed with posting

Propose Action Items• Continue posting vibrant images

• Consider implementing the challenges and sentimental stories to be shared to increase followers

• Prepare a mission statement for the brand